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Digital trends in Ireland

The Digital trends in Ireland 2018 research reveals Ireland’s attitudes to and use of internet technology, our online shopping habits, and the digital behavioural divides between Dublin and Ireland’s regional towns.

The survey, conducted by Core Research among 1,000 people, was published to mark Internet Day 2018, a celebration of the internet and its contribution to society and the economy, hosted annually by us.

Key findings

• There are 4 internet-enabled devices in every Irish household.• 6 in 10 people have used an emerging digital technology, like mobile payments, augmented reality, a digital assistant, a smart appliance, or a virtual address service (like Parcel Motel).• 20% spend more than 5 hours a day on the internet.• Almost two-thirds (63%) buy consumer items (like clothes and electronics) online at least monthly. Almost half (49%) order food online at least monthly.• 1 in 10 have purchased cryptocurrency, like Bitcoin, at least once.• Despite the prevalence of Tinder and Bumble, 83% say they have never engaged in online dating.• 46% of Dubliners track their health data, like diet, sleep and steps, online, compared to 33% of people outside the capital.• 35% said the internet has connected them with new friends, 12% said it has helped them become less introverted, and 9% said that the internet has helped them find love.•Almost 2 in 10 people work remotely from home at least once per month and over 4 in 10 say that they can’t, because their presence is required in the office.

Ireland’s internet economy

Irish citizens use the internet to stay connected with friends, family and the world—and also to buy goods and services. However, our Digital trends in Ireland 2018 survey shows that most Irish businesses are not keeping up, particularly those in regional towns.

The vast majority (68%) of Irish consumers believe that their local main street is not equipped for the digital age. When asked why, 40% said that their local shops are not online. 22% said that booking appointments or reservations online is not a priority for their local community. In areas outside of Dublin, 19% said their local town’s internet quality was too poor to facilitate e-commerce.

65% said they wouldbuy more from their local shops if those shops had some form of click-and-collect service which allowed them to order a product online and pick it up in store.

In total, 46% of people can’t book appointments online for services in their local town. This figure drops to just a third (33%) in Dublin, but rises to more than half (51%) in areas outside the capital.

Hairdressers are the most likely to offer online booking (29% in total) while handymen and mechanics are the least likely (both 12%).